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Ecommerce Conversion Rate Stats: 2019

Ecommerce Conversion Rate Stats: 2019


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We’ve compiled a list of useful conversion rate stats across different sectors, channels and devices, including mobile conversions.

First, a quick note on conversion rates. While this can be a useful measure, it doesn’t always tell the whole story,  as Dan Barker explains here.

Still, conversions can provide a useful benchmark, when compared across devices and different acquisition channels.

We have stats on conversions by device, country, sector and more…

Add to Cart Rates

This isn’t a purchase, but customers adding items to carts is a step on the way to conversion, and a useful metric for retailers to monitor.

According to stats from Monetate, an average of 11.63% of global web visitors add items to their carts on desktop, 10.21% on mobile and 11.25% on tablets.

add to cart rates by device

Customer Journey Stats

These stats, from SaleCycle clients show that an average of 43.8% of sessions result in shoppers viewing a product, 14.5% adding an item to their cart, and 3.3% making a purchase.

customer journey stats

Average Ecommerce Conversion Rate

Data from iRP puts the overall average ecommmerce conversion rate at 1.71% for July 2019, up from 1.6% the previous year.

Percentage of Conversions: Mobile v Desktop

For fashion websites, the majority of conversions (51.39%) now take place on mobile devices.

Mobile accounts for 41.32% of retail conversions, whereas just 30.15% of travel sales are mobile.

Conversion Rates From Cart Abandonment Emails 

Average conversion rates from cart abandonment emails for H1 2019:

stats: Conversion Rates From Cart Abandonment Emails

Conversion Rate by Device

Though more than 50% of sales take place on mobile in sectors such as fashion, overall mobile conversions lag behind those on desktop and tablet.

The UK’s shoppers are seemingly happiest to convert via mobile, with average conversion rates of 2.97%.

conversion rate stats by device 2019

Conversion Rate by Product and Acquisition Channel

Data from Compass looks at how conversion rates vary according to the type of retailer, and the channel sending traffic to their sites.

Email is generally the channel with the highest conversion rates, closely followed by referrals.

Meanwhile Food & Drink retailers (many of which are likely to be grocery sites) enjoy the best conversion rates, at 3.73%.

Black Friday Conversion Rates

Sales periods will often boost conversion rates for retailers, especially big ecommerce events like Black Friday.

This chart from digitalcommerce360 shows the percentage change in conversion rates YOY for a selection of big name retailers.

conversion rate stats increase for Black Friday

Specific sales tactics can also help to boost conversions around sales periods.

Over Black Friday 2018, used countdown timers, some in cart recovery emails, others in on-site messages.

These countdown timers drove an average conversion uplift of 200%.

Conversion Rate Stats by Country and Selected Industries

Stats from Wolfgang Digital show conversion rates across retail and different types of travel product.

The stats also show conversion rates for 12 countries. The, at 1.8% has the highest of this selection.

International conversion rate stats

⬛️ 2023 Black Friday Ecommerce Strategy & Stats Report

This FREE ebook gives you the methods, solutions & trends for building a high-converting remarketing strategy for Black Friday

2023 Black Friday Ecommerce Strategy & Stats Report


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Graham Charlton

Graham Charlton is Editor in Chief at SaleCycle. He's been covering ecommerce and digital marketing for more than a decade, having previously written reports and articles for Econsultancy. ClickZ, Search Engine Watch and more.